IAB Tech Lab released its Global Privacy Platform, a mechanism for transmitting consumer choice signals from websites and mobile applications to advertising technology companies. GPP is the first tool to be published from IAB Tech Lab's "Project Rearc" initiative, which sought to explore a reestablishment of how online advertisers use data for targeted advertising. IAB Tech Lab CEO Anthony Katsur said, "one-off" solutions can't address adtech's "cross-jurisdictional consumer privacy and control challenges," but GPP can "provide consistent privacy and consent controls across all digital media channels."
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